Dairy Farmers of Canada

CANADIAN CHEESE ROLLING FESTIVAL—

Dairy Farmers of Canada2008-2013

ChallengeIncrease sales in BC by educating families about Canadian cheeses.

StrategyIn its sixth year, the Annual Cheese Rolling Festival was held during the popular Crankworx Whistler mountain bike festival to attract the thousands of families, extreme sports enthusiasts and spectators that flock to the region. The centuries old tradition of Cheese Rolling is the spectacle, but smak engaged the target market and educated them about 100% Canadian cheese by hosting a farmers market, cheese seminars, and numerous childrens' activities.

ResultsSince 2008 the event has grown steadily. The 2012 event attracted more than 13,000 attendees, 137 racers, and the Dairy Farmers were able to sample and sell cheeses to an appreciative, captive audience. The 2012 Canadian Cheese Rolling Festival PR campaign resulted in 45,403,230 media impressions and a total of 665 media stories.